ENGLISH

Marketing the Professional Services Firm: Applying the Principles and the Science of Marketing to the Professions

By Laurie Young

Book information

Year
2005
ISBN
0470011734, 9780470011737, 9780470017166
Open Library ID
OL24249453M
Language
english
Format
PDF
Filesize
2 MB (1874093 bytes)
Edition
1
Pages
432\433
Topic
Business Marketing
Time added
2011-06-04 13:46:07

Description

Professional services are estimated to be worth up to $700 billion worldwide, but as the market matures there is an urgent need for new marketing thinking for global players or small businesses alike. This book applies the core principles of strategic marketing to professional services for the first time, in an approach that is at once accessible and compelling. With case studies from a range of companies including J. Walter Thompson, market research companies, the ?big four? accounting firms, Headhunters, Interbrand and large US legal firms, it is intended to become the definitive book for effective strategic marketing in professional services.

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